Mobile Service Design
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Mobile Service Design

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This is a presentation I gave at Mobile Monday Sydney in February 2010 on mobile service design at 3 Mobile. It discusses some of the work I led around end-to-end mobile services. ...

This is a presentation I gave at Mobile Monday Sydney in February 2010 on mobile service design at 3 Mobile. It discusses some of the work I led around end-to-end mobile services.

This was a new audience for service design and sensitive information could not be communicated, hence a little high level and over use of stock arts to replace our actual deliverables.

Enjoy!

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    Mobile Service Design Mobile Service Design Presentation Transcript

    • MOBILE SERVICE DESIGNMOBILE MONDAY, SYDNEY@rodfarmerROD FARMER, SENIOR MANAGER, ONLINE EXPERIENCE STRATEGY
    • VHA’s goals and key challenges.
    • SHARE A STORY
    • A CASE STUDYIMPROVE 3G CONTENT >> IMPROVE RETAIL
    • JUST THE START OF OUR JOURNEYSERVICE DESIGN
    • SERVICE DESIGN
    • SERVICE DESIGNDESIGN FOR EXPERIENCES THAT REACH MANY PEOPLE THROUGHMANY DIFFERENT TOUCHPOINTS, AND THAT HAPPEN OVER TIME• PRODUCED/CONSUMED AT INTERACTION• TOUCHPOINTS AND CUSTOMER JOURNEYS• SYSTEMS THINKING (BEYOND SILOS)• PEOPLE (STAFF/CUSTOMER) DRIVEN• CO-CREATION
    • SERVICE DESIGN DEFINEDCopenhagen Institute of Design Wikipedia Frontier UK Design CouncilService Design is the activity of planning Service Design is the activity of Service design can be both tangible Service design is a holistic way forand organizing people, infrastructure, planning and organizing people, and intangible. It can involve business to gain a comprehensive,communication and material components infrastructure, communication and artefacts and other things including empathic understanding ofof a service, in order to improve its material components of a service, communication, environment and customer needs.quality, the interaction between service in order to improve its quality, the behaviours. Whichever form it takesprovider and customers and the interaction between service it must be consistent, easy to usecustomers experience provider and customers and the and be strategically applied customer’s experience. Engine Service Design Net work Live|Work Service design is a design specialism It aims to ensure that service that helps develop and deliver great Service Design is the application interfaces are useful, usable and services. Service design projects of established design process and desirable from the client’s point of improve factors like ease of use, skills to the development of view and effective, ef cient, and satisfaction, loyalty and ef ciency right services. It is a creative and distinctive from the supplier’s point of across areas such as environments, practical way to improve existing view. communications and products – and services and innovate new ones. not forgetting the people who deliver the service.
    • THAT’S EXPERIENCE DESIGN, RIGHT?Experience design is driven from the outside-in, concentrating on moments of engagementbetween people, services, products and brands - and the memories these moments create.
    • “A service is comprised of the varioustouchpoints between a customer and abusiness. A service model best ts offeringsthat are intangible, distributed in space, orplay out over a length of time, especially on aroutine basis.”
    • INTEGRATED END-TO-END ENVIRONMENT
    • Elements of mobile service experience Consumers juggle a multitude of information sources mobile phone retailer websites mobile manufacturer g general retail websites websites review/ online comparison magazines/ websites articles mobile service chat groups, provider websites blogs, forums search social enginesnetworks print mobile serviceadvertising provider stores magazines/ word of newspaper mouth articles call brochures/ centres catalogues general retail stores mobile phone retailers 8 Research Sources Google Confidential and Proprietary
    • INTEGRATEDLIFESTREAMS
    • WHERE IS VALUE?
    • VALUE IS IN THE EXPERIENCE SERVICE/COMMODITY PRODUCT/GOODS ECOSYSTEM EXPERIENCE
    • Networks HandsetOperating Systems Manufacturers ecosystem Applications & Carriers Services Service Providers CHALLENGES FOR GOOD MOBILE EXPERIENCES
    • CASE STUDYLESSONS LEARNT THE HARD WAY
    • INCREASE PORTAL USAGE + CONSUMPTION
    • INCREASE HANDSET DATA USAGE
    • XX,XXX,XXX GORGEOUS MOBILE PAGE IMPRESSIONSYY%PER 3G ARPU #NPENETRATION - WEEK
    • USER NEEDS ANALYSIS. OPPORTUNITY ANALYSIS. INTERCEPT INTERVIEWS.BRAND TAGGING. PROTOTYPING. USABILITY TESTING. ANALYTICS
    • WRONG END OF THE EXPERIENCEWRONG FOCUS: CONTENT OVER STICK
    • HAPPY? VALUE?
    • ANOTHER STAB AT IT ...
    • LISTEN. FOCUS GROUPS
    • WHAT ABOUT PURCHASE AND WOW ?
    • A FRAGMENTED EXPERIENCE
    • CUSTOMER SATISFACTIONImproved services represent biggest opportunity DATA COSTS CUSTOMER SERVICE 95% SCREEN SIZE 55% VALUE (BUNDLED) FUNCTIONALITY AWARENESS NAVIGABILITY INAPPROPRIATE PLAN/DEVICE PRICING TRANSPARENCY SERVICE CONTENT Source: Australian Mobile Phone Lifestyle Index - 3 MOBILE
    • CUSTOMER SATISFACTIONImproved services represent biggest opportunity WOW WOW INTEGRATED TOUCH-POINTS INCREASED EDUCATION SATISFY SIMPLIFIED DATA ACCESS FIX THE BASICS 95% EASE OF USE / USABILITY BILLING TRANSPARENCY AND REPORTING MOBILE INTERNET DISCOVERABILITY INCREASED PERSONALISATION 55% INFO, ENTERTAINMENT, LOCATION, M- COMMERCE HANDSET SELECTION SERVICE CONTENTSource: Australian Mobile Phone Lifestyle Index
    • (RE)LEARNTMOBILE EXPERIENCE IS MULTI-CHANNEL
    • TWO EXAMPLESINTEGRATED IN-STORE COMMUNICATION
    • MOBILE SERVICE DESIGN LED US TO REDESIGN IN-STORE COLLATERAL,RATHER THAN MOBILE UI. RESULTS SHOWED THAT IMPROVINGCOMMUNICATION ACROSS CHANNELS CAN DRASTICALLY IMPROVE MOBILEINTERNET USAGE 12+ AFTER SIGNUP
    • Mobile Internet Mobile Internet TS E P C Browse the Mobile Internet for a few Connect to the Mobile Internet when you need it Send 500 emails, or Send 2,000 emails, or minutes everyday Stay in touch with Facebook, MySpace and Twitter N Watch 10 minutes of YouTube, Watch 1 hour of YouTube, or Stay in touch with facebook Google things and check out some cool apps Talk to your friends on Skype Talk to your friends on Skype or Surf the web for 5 hours Surf the web for 20 hours O Keep up to date with the latest scores and more C AL 3GB $40 PER MONTH 3GB $40 PER MONTH Get serious about the Mobile Internet More Mobile Internet than ever R Watch clips online and download music Movies, music, streaming whenever Send 4,000 emails, or Send 10,000 emails, or Stay on top of your social networking Use your mobile as a modem TE Watch 2 hours of YouTube, or Watch 6 hours of YouTube, or Talk to your friends on Skype Connect to almost anything, anytime Surf the web for 40 hours Surf the web for over 100 hours LA Included Free with all Plans Included Free with all Plans L Facebook 4,000 minutes O Facebook 4,000 minutes Also included (Choose one of these options) C News & Weather Sport Fun Also included (Choose one of these options) Sky News Herald Sun Fox Sport Real Footy Rugby Ricki Lake your restaurants News & Weather Sport Fun SMH perthnow or ABC Heaven or TV Fix your bars Sky News Herald Sun Fox Sport Real Footy Rugby Ricki Lake your restaurants ABC i-CABLE Sportal Barclays Movie Fix Astrolife SMH perthnow or ABC Heaven or TV Fix your bars ABC i-CABLE Sportal Barclays Movie Fix Astrolife Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more. Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more. * The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3. Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of* The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3. $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will beSkype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of notified of any future change to Planet 3 or 3 Lite pricing.$1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will benotified of any future change to Planet 3 or 3 Lite pricing. Brochure_Final_3_4.ai Brochure_Final_1_3.ai
    • TS EP N C C O R AL TE L LAC O
    • Mobile Internet Mobile Internet TS Mobile Internet E The HTC Magic P Freedom from boredom. Awesome N entertainment. C loves the internet. C O $29 Monthly Cap A L$69 Monthly Cap $69 Monthly Cap R Over 24 months* Over 24 months* Over 24 months* TE You’ll get: $150 of calls, SMS & more every You’ll get: $650 of calls, SMS & more every You’ll get: $650 of calls, SMS & more every month, plus $160 of Free Talk to anyone on 3. month, plus $350 of Free Talk to anyone on 3. month, plus $350 of Free Talk to anyone on 3. So that’s: $350 of total value So that’s: $1,000 of total value So that’s: $1,000 of total value Get the internet LA Get the internet on your mobile Get the internet on your mobile on your mobile Keep up to date with your friends Connect to the Mobile Internet when you need it OL 3GB $40 PER MONTH More Mobile Internet than ever Send 10,000 emails, or C Stay in touch with Facebook, Movies, music, streaming whenever MySpace and Twitter Use your mobile as a modem Watch 6 hours of YouTube, or Google things and check out Ultra fast mobile internet Connect to almost anything, Ultra fast mobile internet Surf the web for over 100 hours some cool apps Talk to your friends on Skype anytimeThings you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Notavailable when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Liteavailable in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified ofany future change to Planet 3 or 3 Lite pricing. any future change to Planet 3 or 3 Lite pricing. any future change to Planet 3 or 3 Lite pricing. Poster_MobInt_StandardArrow3.ai Poster_MobInt_UltimateArrow2.ai Poster_MobInt_SuperRound.ai
    • SERVICE DESIGN TOOLS
    • SERVICE BLUEPRINTING- fantastic tool, requires real insight
    • ACTOR MAPPING- not for the faint hearted
    • CUSTOMER JOURNEY MAPPING EXPERIENCE MAPPINGAn ideal starting point. Customer journeys are best built using customernarratives and observations. Results correlate at both micro and macrolevels with Net Promoter Score for organisational measurement.
    • MENTAL MODELS&TASK ANALYSISMental models are great for breaking down customer journeys intosigni cant moments, intentions and expectations.
    • CULTURAL PROBES&DIGITAL ETHNOGRAPHIESCultural probes are a great way of tracking customer journeys and touch-point interactions over long periods of time. Other forms of digitalethnographies are also effective in this manner.
    • Major Australian bank. Floors mapped out with customer journeys identifying internal and externaltouchpoint interactions. Design improvements and priorities are mapped directly on the boards
    • CUSTOMER EXPERIENCE JOURNEY MAPPING + NPS
    • HIGH-LEVEL SERVICE DESIGN FRAMEWORK ACTIVITY-CENTRIC Motivations Context ACTIVITIES Goals Community CUSTOMER LIFECYCLE ALIGNMENT CUSTOMER JOURNEYS EXPERIENCE MAPPING DETRACTORS/DELIGHTERS PRODUCT/SERVICE DESIGN
    • HIGH-LEVEL SERVICE DESIGN FRAMEWORK ACTIVITIES CUSTOMER EPIC Tenure Growth CUSTOMER LIFECYCLE ALIGNMENT Awareness Internal view CUSTOMER JOURNEYS EXPERIENCE MAPPING DETRACTORS/DELIGHTERS PRODUCT/SERVICE DESIGN
    • HIGH-LEVEL SERVICE DESIGN FRAMEWORK ACTIVITIES CUSTOMER LIFECYCLE ALIGNMENT SCENARIOS/STORIES Multi-channel journey Touch-point mapping CUSTOMER JOURNEYS Value stream process mapping Service blueprinting Storboarding EXPERIENCE MAPPING DETRACTORS/DELIGHTERS PRODUCT/SERVICE DESIGN
    • HIGH-LEVEL SERVICE DESIGN FRAMEWORK ACTIVITIES CUSTOMER LIFECYCLE ALIGNMENT CUSTOMER JOURNEYS INTERACTION Customer narratives Observation EXPERIENCE MAPPING Map delighters/detractors (+/-) Experience pro les (a la Personas) DETRACTORS/DELIGHTERS PRODUCT/SERVICE DESIGN
    • HIGH-LEVEL SERVICE DESIGN FRAMEWORK ACTIVITIES CUSTOMER LIFECYCLE ALIGNMENT CUSTOMER JOURNEYS EXPERIENCE MAPPING POSITIVE/WOW Process, Tools, Product, UI Multi-team DETRACTORS/DELIGHTERS Design insights NPS input/output PRODUCT/SERVICE DESIGN
    • HIGH-LEVEL SERVICE DESIGN FRAMEWORK ACTIVITIES CUSTOMER LIFECYCLE ALIGNMENT CUSTOMER JOURNEYS EXPERIENCE MAPPING DETRACTORS/DELIGHTERS ‘d’ESIGN Communicate Focus & Prioritise PRODUCT/SERVICE DESIGN Integration Productivity, Value, Cost
    • TAKE HOME
    • TAKE HOME POINTS‣ A better understanding of the customer journey is essential for service integration‣ Better understanding of customer journeys across channels allows companies to align value propositions with customer needs at speci c touch-points‣ Service design helps to align customer interaction costs with user and business value‣ Service design is more likely to drive loyalty and ARPU as customers get what they want in the most desirable channel‣ Well designed and integrated cross-channel experiences are more likely to produce greater cross/up- sell‣ Senior management must reward (and KPI) service design initiatives‣ There are plenty of existing UX/Design/Service tools that can be readily applied to service design problems.
    • GREENER PASTURES...
    • Email: rfarmer@hutchison.com.au